The Chery Group says it is “investigating” the possibility of launching the reborn Freelander brand – built under its joint venture with Jaguar Land Rover – in South Africa…
- Chery Group eyeing Freelander brand for SA?
- Freelander 8 is the only model revealed thus far
- Product of joint venture with Jaguar Land Rover
- “Perfect” for SA’s premium buyers, says CEO
The head of the Chery Group in South Africa has confirmed to Cars.co.za that the Chinese company is currently “investigating” the possibility of launching the reborn Freelander brand locally.
While the Freelander badge was originally used on a Land Rover model (built over 2 generations between 1997 and 2015, and preceding the Discovery Sport), the name has since effectively been reborn as a standalone brand, under licence from Jaguar Land Rover.
The new Freelander 8 unibody SUV – the only model revealed thus far – is built by Chery Jaguar Land Rover, a 50:50 joint venture formed by the Chinese and British companies back in 2012. The Changshu plant in Jiangsu Province, China, is responsible for production.
Tony Liu, CEO of the Chery Group in South Africa, spoke to us about the Freelander marque during a wide-ranging interview in Cars.co.za’s custom-built podcast booth at Naamsa’s SA Auto Week 2026 event in Durban, KwaZulu-Natal earlier in October.
“Freelander has just recently launched globally. Freelander is a brand reborn with Chery’s technology – we have a JV [joint venture] with Jaguar Land Rover,” Liu said, describing the marque as “quite a luxurious brand”.
“There are plans to launch in the Middle East – the first [market] to launch globally – and then later [it] will be expanded to other countries. We are investigating the possibility of bringing [the Freelander brand] to the South African market,” he confirmed.
“So, South African consumers can wait a little bit and later we’ll announce what exact time [the brand is likely] to come into South Africa. But it is on the agenda to discuss the possibility of Freelander [launching locally],” he said, adding that “this type of vehicle is perfectly suited” to premium-vehicle buyers in SA.
Liu furthermore revealed that “there is already quite a lot of [local] interest” in the marque, saying he had recently been contacted by some of the Chinese firm’s “strongest” local dealer-group partners, who expressed keen interest in the Freelander brand.
Freelander – which plans to roll out 6 distinct models over its first 5 years – is slated to launch in fellow right-hand-drive market Australia at some point in 2027. According to Chery, Jaguar Land Rover leads the design, while the Chinese company provides “advanced intelligent technology and a top-tier global supply chain”.
The Freelander 8 is the brand’s first model. Measuring 5 118 mm long with a wheelbase stretching 3 040 mm, it is built in both 5- and 6-seater configurations. Described as an “upper-large family SUV” positioned to “compete with premium large SUVs from established European and Japanese brands”, the Freelander 8 is offered with new-energy vehicle (NEV) powertrains.
Frequently Asked Questions (FAQ)
Q: Is the Freelander brand coming to South Africa?
A: Chery Group South Africa CEO Tony Liu confirmed to Cars.co.za that the company is investigating bringing the reborn brand to the local market, targeting South Africa’s premium vehicle segment.
Q: What is the relationship between Chery, Jaguar Land Rover and the Freelander brand?
A: Freelander has been reborn as a standalone brand manufactured by Chery Jaguar Land Rover (a 50:50 joint venture). Jaguar Land Rover leads the vehicle design, while Chery supplies advanced intelligent technology and platform engineering.
Q: What are the specs of the first model?
A: The Freelander 8 is an upper-large family SUV measuring 5 118 mm long with a 3 040 mm wheelbase. Available in 5- and 6-seater layouts, it features new-energy vehicle (NEV) powertrains.
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Ryan Bubear
Having written about everything from sport and politics to crime, Ryan eventually settled on motoring. For well over 15 years, he's been penning articles – both online and in print – about the broader automotive industry, though he's particularly fascinated by vehicle-sales statistics. A freelance writer and editor, Ryan has owned a 1971 Austin Mini Mk3 for 20-plus years.
